CN111080340A - System, method and related device for pushing marketing management message of financial product - Google Patents
System, method and related device for pushing marketing management message of financial product Download PDFInfo
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Abstract
The invention provides a system, a method and a related device for pushing marketing management messages of financial products, and relates to the technical field of computer communication. The system comprises: the data acquisition module is used for acquiring characteristic data of financial transactions performed by users from online transaction channel databases and acquiring the characteristic data of the users in banks from internal databases of the banks to form user characteristic data; the financial scene recognition module is used for inputting the user characteristic data into a pre-constructed financial scene recognition model so as to recognize a financial scene to which the user belongs; and the message automatic pushing module is used for automatically pushing the financial product marketing management message matched with the user to the user according to the financial scene to which the user belongs after the financial scene to which the user belongs is identified. The invention can improve the accuracy and efficiency of the financial product marketing management on the basis of the prior banking equipment.
Description
Technical Field
The invention relates to the technical field of computer communication, in particular to a system, a method and a related device for pushing financial product marketing management messages.
Background
At present, the number of customers arriving at a store is gradually reduced, and more customers carry out financial transactions by themselves or set plans to automatically complete the financial transactions through online transaction channels such as mobile banking, internet banking and third-party payment platforms. The financial transaction of the client can reflect the financial condition of the client on one hand and can also reflect the potential requirements of the client on the other hand. The reasonable marketing is carried out by utilizing the financial condition and the potential requirement of the transaction exposure of the client, and the method is an important way for improving the marketing success rate of the bank. For example, a customer pays a refuelling fee through a bank savings card, finds that the customer does not have a bank credit card and does not handle an ETC (Electronic Toll Collection) service by querying an internal database of a bank, and this refuelling reflects that the customer has two potential product requirements, and a bank worker can recommend the user to handle the credit card and the ETC service.
However, in the prior art, the marketing method for customers of online transaction channels according to financial transactions is to market the customers by telephone by manually querying transaction and internal databases. The method has the advantages of complex operation flow, high labor and time cost, lag message pushing and sending, low accuracy and no batch operation.
Therefore, how to timely, accurately and efficiently push the marketing management information of the bank financial products to the customers of the online transaction channel is a technical problem to be solved urgently.
Disclosure of Invention
In order to solve the technical problems in the prior art, embodiments of the present invention provide a system, a method and a related device for pushing a financial product marketing management message.
A first aspect of an embodiment of the present invention provides a system for pushing a financial product marketing management message, the system including:
the data acquisition module is butted with each online transaction channel and a database in the bank, and is used for acquiring characteristic data of a user for financial transaction from the database of each online transaction channel and acquiring the characteristic data of the user in the bank from the database in the bank to form user characteristic data;
the financial scene recognition module is used for inputting the user characteristic data into a pre-constructed financial scene recognition model so as to recognize a financial scene to which the user belongs;
the automatic message pushing module is used for automatically pushing financial product marketing management messages matched with the user according to the financial scene to which the user belongs after the financial scene to which the user belongs is identified;
wherein the user characteristic data comprises: personal communication identification of the user, basic information, asset status, product status, transaction channel, transaction event, user behavior.
In some embodiments of the invention, the online transaction channel comprises: mobile banking, wechat banking, internet banking, third party payment platform, card swiping/code scanning.
In some embodiments of the present invention, the financial scenario identification module identifies a financial scenario to which the user belongs by:
inputting the user characteristic data into a financial scene recognition model;
the financial scene recognition model acquires the features to be recognized from the user feature data and judges whether the features meet the recognition rules of the financial scene recognition model;
if yes, judging that the user belongs to a financial scene corresponding to the financial scene recognition model, labeling the user characteristic data with a label of the financial scene, and storing the labeled user characteristic data into a corresponding financial scene database, wherein the personal communication identification of the user is used as the ID and index of the user characteristic data in the financial scene database.
In some embodiments of the present invention, the automatically sending, by the message pushing module, the financial product marketing management message matched with the user to the user according to the financial scenario to which the user belongs includes:
acquiring financial products matched with the financial scenario labels of the users according to a financial product data table, wherein the financial product data table is established in advance and comprises: the financial scene labels, financial products corresponding to the financial scene labels, the priorities of the financial products and the triggering frequencies of the financial products;
acquiring a message pushing template library matched with the financial scene label, and acquiring a message template matched with the financial product from the message pushing template library;
acquiring a personal communication identifier and basic information of the user;
filling the financial product information and the basic information of the user into the message template to form a message to be sent;
and automatically pushing the message to be sent to the terminal equipment of the user according to the personal communication beacon identification of the user.
In some embodiments of the invention, the system further comprises:
the recording module is used for recording the pushed financial product name, the corresponding user contact information, the message pushing channel and the financial scene characteristics;
the statistical module is used for traversing the database at a specified time to acquire the purchase condition of the pushed financial products by the user;
and the statistical table construction module is used for counting the marketing success rates of different financial scenes, different channels and different financial products according to the purchase conditions and establishing a statistical and evaluation data table.
A second aspect of an embodiment of the present invention provides a method of pushing a financial product marketing management message, the method including:
acquiring characteristic data of a user for financial transaction from each transaction channel database, and acquiring the characteristic data of the user in a bank from a database in the bank to form user characteristic data;
inputting the user characteristic data into a pre-constructed financial scene recognition model to recognize a financial scene to which the user belongs;
after the financial scene to which the user belongs is identified, automatically pushing financial product marketing management information matched with the user according to the financial scene to which the user belongs;
wherein the feature data comprises: personal communication identification of the user, basic information, asset status, holding product status, transaction channel, transaction event, user behavior.
In some embodiments of the invention, the transaction channel comprises: mobile banking, wechat banking, internet banking, third party payment platform, card swiping/code scanning.
In some embodiments of the invention, the financial scenario identification module identifies a financial scenario to which the user belongs by:
inputting the user characteristic data into a financial scene recognition model;
the financial scene recognition model acquires the features to be recognized from the user feature data and judges whether the features meet the recognition rules of the financial scene recognition model;
if yes, judging that the user belongs to a financial scene corresponding to the financial scene recognition model, labeling the user characteristic data with a label of the financial scene, and storing the labeled user characteristic data into a corresponding financial scene database, wherein the personal communication identification of the user is used as the ID and index of the user characteristic data in the financial scene database.
In some embodiments of the present invention, the automatically pushing a financial product marketing management message matched with the user according to the financial scenario to which the user belongs comprises:
acquiring financial products matched with the financial scenario labels of the users according to a financial product data table, wherein the financial product data table is established in advance and comprises: the financial scene labels, financial products corresponding to the financial scene labels, the priorities of the financial products and the triggering frequencies of the financial products;
acquiring a message pushing template library matched with the financial scene label, and acquiring a message template matched with the financial product from the message pushing template library;
acquiring a personal communication identifier and basic information of the user;
filling the financial product information and the basic information of the user into the message template to form a message to be sent;
and automatically pushing the message to be sent to the terminal equipment of the user according to the personal communication identifier of the user.
In some embodiments of the invention, the method further comprises:
recording the pushed financial product name, the corresponding user contact way, the message pushing channel and the financial scene characteristics;
traversing the database at a specified time to acquire the purchase condition of the pushed financial product by the user;
and counting marketing success rates of different financial scenes, different channels and different financial products according to the purchase conditions, and establishing a counting and evaluating data table.
A third aspect of embodiments of the present invention provides a computer storage medium having stored thereon computer instructions executable by a processor to implement a method according to any one of the above-described embodiments.
A fourth aspect of embodiments of the present invention provides a server, which includes a memory and a processor, wherein the memory stores a program executable by the processor, and the processor executes the program to implement the method of any one of the above embodiments.
Compared with the prior art, the invention has the following technical effects:
according to the implementation mode of the invention, the characteristic data of the financial transaction of the user can be acquired from each transaction channel on the basis of the existing banking equipment, and the characteristic data of the user in the bank is acquired from the internal database of the bank, so that the characteristic data of the user is formed; identifying user characteristic data according to a pre-established financial scene identification model so as to obtain a financial scene for performing financial product marketing management on a user; and automatically sending matched financial product marketing management information to the user in a targeted manner according to the financial scene to which the user belongs. Therefore, the invention can improve the efficiency of financial product marketing management on the basis of the existing equipment, reduce the labor cost and simultaneously improve the success rate of marketing financial products.
Drawings
FIG. 1 is a block diagram of a system for pushing financial product marketing management messages, according to one embodiment of the present invention;
FIG. 2 is a flowchart of a method of pushing a financial product marketing management message according to one embodiment of the present invention.
Detailed Description
To facilitate an understanding of the various aspects, features and advantages of the present inventive subject matter, reference is made to the following detailed description taken in conjunction with the accompanying drawings. It should be understood that the various embodiments described below are illustrative only and are not intended to limit the scope of the invention.
A first aspect of an embodiment of the present invention provides a system for pushing financial product marketing management messages. FIG. 1 is a block diagram of a system for pushing financial product marketing management messages according to one embodiment of the present invention. As shown in fig. 1, the financial product marketing management system 10 includes: the system comprises a data acquisition module 11, a financial scene recognition module 12 and an automatic message pushing module 13.
The data obtaining module 11 is connected to each online transaction channel and a database in the bank, and is configured to obtain feature data of a user performing financial transactions online from each online transaction channel database 20, such as a transaction channel, a transaction event, a user behavior, and obtain feature data of the user in the bank from a database 30 in the bank, such as a personal communication identifier, basic information, an asset status, a product holding status, and the like of the user, so as to form user feature data.
The financial scene recognition module 12 is configured to input the user feature data into a pre-constructed financial scene recognition model to recognize a financial scene to which the user belongs.
The message automatic pushing module 13 is configured to, after identifying the financial scenario to which the user belongs, automatically push a financial product marketing management message matched with the user to the user according to the financial scenario to which the user belongs.
In particular, the online transaction channels may include, but are not limited to, cell phone banks, wechat banks, internet banks, third party payment platforms, card swiping/code scanning, and the like. The financial transaction performed by the user may be a financial transaction actively engaged in by the user, such as an account transaction performed autonomously by the user in real time, a financial product contract made or a financial product contract released, and the like, or a financial transaction passively engaged by the user, such as an agreed financial behavior agreed by the user, such as a financial product due, a monthly wage account, a timed automatic investment, and the like. The characteristic data acquired by the data acquisition module 11 from the online transaction channel may include, but is not limited to, transaction channels where the user performs financial transactions, transaction event information such as transaction dates, transaction mediums, transaction counter-party information, transaction summaries and the like where the user performs financial transactions, and user behavior information such as user search, browse, click and the like. The characteristic data acquired by the data acquisition module 11 from inside the bank may include, but is not limited to, user personal communication identifiers such as a user's mobile phone number, an e-mail address, and a micro signal, user basic information such as a user's age, gender, risk preference, and product preference, asset conditions such as a user's loan deposit condition, credit rating, and product conditions such as a user's financial product holding condition, a product contract date, a product income condition, a periodic expiration date, and an earning rate, and these acquired data together constitute user characteristic data.
In some embodiments of the present invention, after obtaining the user feature data, the financial scenario recognition module 12 may input the user feature data into a pre-constructed financial scenario recognition model to recognize a financial scenario to which the user belongs. The financial scene to which the user belongs is a scene to be marketed to the user or a scene to be concerned about the user, such as a decoration staging marketing scene, a fast loan product marketing scene, a financing expiration reminding scene, a house loan overdue early warning scene, a mobile phone bank signing scene, a surmount wage financing scene, a credit card activation scene and the like.
Specifically, a financial scene recognition model of a financial scene may be constructed in advance, the user feature data may be input into the financial scene recognition model, and the financial scene recognition model acquires features to be recognized from the user feature data and determines whether the features satisfy a recognition rule of the financial scene recognition model; if yes, judging that the user belongs to the financial scene, labeling the tag of the financial scene to which the user characteristic data belongs, and storing the labeled user characteristic data into a corresponding financial scene database, wherein the personal communication identification of the user is used as the ID and the index of the user characteristic data in the financial scene database.
For example, a decoration staging marketing scene recognition model may be constructed in advance, and the recognition rule of the decoration staging marketing scene recognition model may be that if the user uses a bank debit card or a bank credit card for consumption by a household or a house-type merchant, the user is determined to belong to the decoration staging marketing scene. After obtaining the user characteristic data, the financial scene recognition module 12 may input the user characteristic data into a decoration staging marketing scene recognition model, where the decoration staging marketing scene recognition model obtains information of a transaction opponent of a user performing financial transactions from the user characteristic data, and then determines whether the transaction opponent is a home or real estate merchant, if so, determines that the user belongs to a decoration staging marketing scene, labels the user characteristic data with a label of the decoration staging marketing scene, and then stores the labeled user characteristic data into a decoration staging marketing scene database, and takes a mobile phone number of the user as an ID and an index of the user in the decoration staging marketing scene database.
In some embodiments of the present invention, a plurality of financial scenario recognition models may be constructed in advance, and recognition rules and recognized features of the financial scenario recognition models may be different. The user characteristic data are respectively input into each financial scene recognition model, so that the financial scenes to which the user belongs can be recognized, wherein one piece of user characteristic data can belong to one financial scene or a plurality of financial scenes. The financial scenario recognition model and its recognition rules may include, but are not limited to: the identification rule of the decoration staging marketing scene identification model can be that if a user uses a bank debit card or a bank credit card to consume at a home or house type merchant, the user is judged to belong to the decoration staging marketing scene; the identification rule of the fast credit product marketing scene identification model can be that if the user is in a white list of fast credit products in a bank and the user transacts with a transaction opponent through particulate credit, debit, flower, Beijing east white stripe and the like, the user is judged to belong to the fast credit product marketing scene; the recognition rule of the financial due scene recognition model can be that if the financial product of the user is about to expire, the user is judged to belong to a financial due recognition scene; the fund fluctuation scene identification model has the identification rule that if the rising amplitude or the falling amplitude of fund products held by a user reaches a set threshold value, the user is judged to belong to a fund fluctuation scene; the identification rule of the house loan overdue early warning scene identification model can be that if the repayment date of the user is close, the user is judged to belong to the house loan overdue early warning scene; the mobile banking signing and identifying model has an identifying rule that if a user carries out transaction in transaction channels such as a bank counter and a bank self-service machine and does not sign a mobile banking, the user is judged to belong to a mobile banking signing and marketing scene; the identification rule of the surrogated payroll marketing identification model can be that if the user is a surrogated payroll client of the bank, the payroll retention rate is lower than a set threshold value and the same-name cross bank transfer operation is frequently carried out, the user is judged to belong to a surrogated payroll marketing scene; the identification rule of the credit card activation scene identification model can be that if the user holds a bank credit card and is not activated after a set period, the user is judged to belong to a credit card activation scene.
According to the embodiment, the financial scene to which the user belongs can be identified according to the financial scene identification model, so that which financial products are planned to be marketed to the user or which financial products of the user are planned to be marketed and managed, for example, reminding messages and early warning messages are sent to which financial products of the user.
In some embodiments of the present invention, if the user characteristic data is input into the financial scenario recognition model, but there is no characteristic to be recognized by the financial scenario recognition model in the user characteristic data, the financial scenario recognition module 12 may obtain the characteristic to be recognized from each online transaction channel database or the internal database of the bank through the data obtaining module 11, and then input the user characteristic data into the financial scenario recognition model for recognition.
In some embodiments of the present invention, after identifying the financial scenario to which the user belongs, the financial scenario identification module 12 may store the user feature data in the financial scenario database to which the user belongs, and send a message to the message automatic pushing module 13, so as to notify the message automatic pushing module 13 to perform a process of automatically pushing a financial product marketing message matched with the user. The management message of the financial product marketing may be a message for marketing a financial product to the user, or a message for managing a financial product held by the user, such as an expiration reminder, an early warning notification, and the like.
In an alternative embodiment, the automatic message pushing module 13 may also monitor changes of each financial scenario database, and when the user is stored in the financial scenario database, trigger the automatic message pushing module 13 to perform a process of pushing a financial product marketing message matched with the user. In addition, for some financial scenarios, the message automatic pushing module 13 may also push financial scenario marketing messages matching with each user to each user in the financial scenario database in a timed batch manner.
Further, the automatic message pushing module 12 may automatically push the financial product marketing management message matched with the user to the user according to the financial scenario to which the user belongs, including the following processing: pre-establishing a financial product data table, which may include: the financial scene labels, the financial products corresponding to the financial scene labels, the priorities of the financial products and the triggering frequencies of the financial products; acquiring financial products corresponding to financial scene labels, and information such as priorities, trigger frequencies and the like of the financial products from a financial product data table according to the financial scene labels of users; then obtaining a message pushing template library matched with the financial scene label, and obtaining a message pushing template matched with the financial product from the message pushing template library; acquiring the personal communication identification and the basic information of the user, and filling the financial product information and the basic information of the user into the message template so as to form a message to be sent; and according to the personal communication identifier of the user, the message to be sent is automatically pushed to the terminal equipment of the user.
The message pushing template library can comprise a mobile phone short message template library, a mobile phone bank message pushing template library, a WeChat public number message pushing template library and the like. In some embodiments, the message templates of the mobile banking message pushing template library and the wechat public number message pushing template library may include not only characters and symbols, but also pictures, links, and the like. In some embodiments, one financial scenario may correspond to a plurality of financial products, and one or more financial products matching the user may be selected according to the priority of the financial products. In some embodiments, the frequency of triggering the financial product may be only once, may be monthly, may be weekly, etc. The message sending module 13 may send the financial product marketing management message matched with the user to the user at regular time according to the triggering frequency of the financial product, for example, periodically send a house loan overdue warning message to the user.
In some embodiments of the present invention, the automatic pushing system 10 further includes a recording module 14, a statistics module 15, and a statistics table constructing module 16. The recording module 14 is configured to record the names of the pushed financial products, corresponding user contact information, message pushing channels, and financial scenario features; the statistical module 15 is configured to traverse the database at a specific time, and obtain a purchase condition of the pushed financial product by the user, such as whether the user purchases a marketed financial product, a purchase amount, a purchase date, and the like; and the statistical table construction module 16 is used for counting marketing success rates of different financial scenes, different channels and different financial products according to the purchase conditions, establishing a statistical and evaluation data table, enabling a worker to check the statistical and evaluation data table, optimizing an iterative financial scene identification model according to the statistical and evaluation data table, and modifying the priority of the financial scenes, the processing frequency of the financial products and the like. Further, the statistical and evaluation data table can be fed back to the staff regularly, and a basis is provided for optimization, modification and the like of the financial scene recognition model.
A second aspect of an embodiment of the present invention provides a method of pushing a financial product marketing management message, which may include the processes of:
s1: acquiring characteristic data of a user for financial transaction from each transaction channel database, and acquiring the characteristic data of the user in a bank from a database in the bank to form user characteristic data;
s2: inputting the user characteristic data into a pre-constructed financial scene recognition model to recognize a financial scene to which the user belongs;
s3: and automatically pushing financial product marketing management information matched with the user according to the financial scene to which the user belongs.
Wherein the feature data comprises: personal communication identification of the user, basic information, asset status, holding product status, transaction channel, transaction event, user behavior.
In some embodiments of the invention, the transaction channel may include, but is not limited to: mobile banking, wechat banking, internet banking, third party payment platform, card swiping/code scanning.
In some embodiments of the present invention, the financial scenario identification module may identify a financial scenario to which the user belongs by: inputting the user characteristic data into a financial scene recognition model; the financial scene recognition model acquires the features to be recognized from the user feature data and judges whether the features meet the recognition rules of the financial scene recognition model; if yes, judging that the user belongs to the financial scene corresponding to the financial scene recognition model, labeling the tag of the financial scene to which the user characteristic data belongs, and storing the labeled user characteristic data into a corresponding financial scene database, wherein the personal communication identification of the user is used as the ID and the index of the user characteristic data in the financial scene database.
In some embodiments of the present invention, after the financial scenario identification module 12 identifies the financial scenario to which the user belongs, the message automatic sending module 13 may automatically push a financial product marketing management message matched with the user according to the financial scenario to which the user belongs. The automatic pushing of the financial product marketing management message matched with the user according to the financial scenario to which the user belongs may include the following processes: acquiring financial products matched with the financial scenario labels of the users according to a financial product data table, wherein the financial product data table is established in advance and comprises: the financial scene labels, financial products corresponding to the financial scene labels, the priorities of the financial products and the triggering frequencies of the financial products; acquiring a message pushing template library matched with the financial scene label, and acquiring a message template matched with the financial product from the message pushing template library; acquiring a personal communication identifier and basic information of the user; filling the financial product information and the basic information of the user into the message template to form a message to be sent; and automatically pushing the message to be sent to the terminal equipment of the user according to the personal communication identifier of the user.
In some embodiments of the present invention, the method of pushing a financial product marketing management message further comprises: recording the pushed financial product name, the corresponding user contact way, the message pushing channel and the financial scene characteristics; traversing the database at a specified time to acquire the purchase condition of the pushed financial product by the user; and counting marketing success rates of different financial scenes, different channels and different financial products according to the purchase conditions, and establishing a counting and evaluating data table.
It can be clearly understood by those skilled in the art that, for convenience and brevity of description, the method for pushing a marketing management message of a financial product according to the foregoing embodiment may refer to corresponding processes in the foregoing system embodiment, and details are not repeated herein.
A third aspect of embodiments of the present invention provides a computer storage medium, such as a hard disk, an optical disk, a flash memory, a floppy disk, a magnetic tape, etc., on which computer readable instructions are stored, the computer readable instructions being executable by a processor to implement a method for pushing a financial product marketing management message according to any one of the above embodiments.
A fourth aspect of the embodiments of the present invention provides a server, which includes a memory and a processor, wherein the memory stores a computer program thereon, and the processor is configured to execute the computer program to implement the method for pushing a financial product marketing management message according to any one of the above embodiments.
Although some embodiments have been described herein by way of example, various modifications may be made to these embodiments without departing from the spirit of the invention, and all such modifications are intended to be included within the scope of the invention as defined in the following claims. For example, in the embodiments of the present invention, functions of some of the modules may be combined or integrated to be implemented by one module, or functions of a certain module may be divided to be implemented by a plurality of modules.
Through the above description of the embodiments, those skilled in the art will clearly understand that the present invention can be implemented by combining software and a hardware platform. With this understanding in mind, all or part of the technical solutions of the present invention that contribute to the background can be embodied in the form of a software product, which can be stored in a storage medium, such as a ROM/RAM, a magnetic disk, an optical disk, etc., and includes instructions for causing a computer device (which can be a personal computer, a server, or a network device, etc.) to execute the methods according to the embodiments or some parts of the embodiments.
The terms and expressions used in the specification of the present invention have been set forth for illustrative purposes only and are not meant to be limiting. It will be appreciated by those skilled in the art that changes could be made to the details of the above-described embodiments without departing from the underlying principles thereof. The scope of the invention is, therefore, indicated by the appended claims, in which all terms are intended to be interpreted in their broadest reasonable sense unless otherwise indicated.
Claims (12)
1. A system for pushing financial product marketing management messages, the system comprising:
the data acquisition module is butted with each online transaction channel and a database in the bank, and is used for acquiring characteristic data of a user for financial transaction from each online transaction channel database and acquiring the characteristic data of the user in the bank from the database in the bank to form user characteristic data;
the financial scene recognition module is used for inputting the user characteristic data into a pre-constructed financial scene recognition model so as to recognize a financial scene to which the user belongs;
the automatic message pushing module is used for automatically pushing financial product marketing management messages matched with the user according to the financial scene to which the user belongs after the financial scene to which the user belongs is identified;
wherein the user characteristic data comprises: personal communication identification of the user, basic information, asset status, product status, transaction channel, transaction event, user behavior.
2. The system of claim 1, wherein the online transaction channel comprises: mobile banking, wechat banking, internet banking, third party payment platform, card swiping/code scanning.
3. The system of claim 1, wherein the financial scenario identification module is configured to identify the financial scenario to which the user belongs by:
inputting the user characteristic data into a financial scene recognition model;
the financial scene recognition model acquires the features to be recognized from the user feature data and judges whether the features meet the recognition rules of the financial scene recognition model;
if yes, judging that the user belongs to a financial scene corresponding to the financial scene recognition model, labeling the user characteristic data with a label of the financial scene, and storing the labeled user characteristic data into a corresponding financial scene database, wherein the personal communication identification of the user is used as the ID and index of the user characteristic data in the financial scene database.
4. The system according to any one of claims 1 to 3, wherein the automatic message pushing module automatically pushes the financial product marketing management message matched with the user according to the financial scenario to which the user belongs comprises:
acquiring financial products matched with the financial scenario labels of the users according to a financial product data table, wherein the financial product data table is established in advance and comprises: the financial scene labels, financial products corresponding to the financial scene labels, the priorities of the financial products and the triggering frequencies of the financial products;
acquiring a message pushing template library matched with the financial scene label, and acquiring a message template matched with the financial product from the message pushing template library;
acquiring a personal communication identifier and basic information of the user;
filling the financial product information and the basic information of the user into the message template to form a message to be sent;
and automatically pushing the message to be sent to the terminal equipment of the user according to the personal communication beacon identification of the user.
5. The system of claim 1, further comprising:
the recording module is used for recording the pushed financial product name, the corresponding user contact information, the message pushing channel and the financial scene characteristics;
the statistical module is used for traversing the database at a specified time to acquire the purchase condition of the pushed financial products by the user;
and the statistical table construction module is used for counting the marketing success rates of different financial scenes, different channels and different financial products according to the purchase conditions and establishing a statistical and evaluation data table.
6. A method of pushing financial product marketing management messages, the method comprising:
acquiring characteristic data of a user for financial transaction from each transaction channel database, and acquiring the characteristic data of the user in a bank from a database in the bank to form user characteristic data;
inputting the user characteristic data into a pre-constructed financial scene recognition model to recognize a financial scene to which the user belongs;
after the financial scene to which the user belongs is identified, automatically pushing financial product marketing management information matched with the user according to the financial scene to which the user belongs;
wherein the feature data comprises: personal communication identification of the user, basic information, asset status, holding product status, transaction channel, transaction event, user behavior.
7. The method of claim 6, wherein the transaction channel comprises: mobile banking, wechat banking, internet banking, third party payment platform, card swiping/code scanning.
8. The method of claim 6, wherein the financial scenario recognition module recognizes the financial scenario to which the user belongs by:
inputting the user characteristic data into a financial scene recognition model;
the financial scene recognition model acquires the features to be recognized from the user feature data and judges whether the features meet the recognition rules of the financial scene recognition model;
if yes, judging that the user belongs to a financial scene corresponding to the financial scene recognition model, labeling the user characteristic data with a label of the financial scene, and storing the labeled user characteristic data into a corresponding financial scene database, wherein the personal communication identification of the user is used as the ID and index of the user characteristic data in the financial scene database.
9. The method according to any one of claims 6 to 8, wherein the automatically pushing the financial product marketing management message matched with the user according to the financial scene to which the user belongs comprises:
acquiring financial products matched with the financial scenario labels of the users according to a financial product data table, wherein the financial product data table is established in advance and comprises: the financial scene labels, financial products corresponding to the financial scene labels, the priorities of the financial products and the triggering frequencies of the financial products;
acquiring a message pushing template library matched with the financial scene label, and acquiring a message template matched with the financial product from the message pushing template library;
acquiring a personal communication identifier and basic information of the user;
filling the financial product information and the basic information of the user into the message template to form a message to be sent;
and automatically pushing the message to be sent to the terminal equipment of the user according to the personal communication identifier of the user.
10. The method of claim 6, further comprising:
recording the pushed financial product name, the corresponding user contact way, the message pushing channel and the financial scene characteristics;
traversing the database at a specified time to acquire the purchase condition of the pushed financial product by the user;
and counting marketing success rates of different financial scenes, different channels and different financial products according to the purchase conditions, and establishing a counting and evaluating data table.
11. A computer storage medium having stored thereon computer instructions executable by a processor to perform the method of any one of claims 6 to 10.
12. A server comprising a memory and a processor, wherein the memory has stored thereon a program executable by the processor, the processor executing the program to implement the method of any one of claims 6 to 10.
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